Social Media from Peace to War:
how to manage online attacks to your Brand By Lorenzo Brufani Founder and CEO
Competence Communication www.competencecommunication.com Davos, 09 March 2016
Buongiorno Davos from Milan… •
Graduated with a first class honours degree in Political Science from LUISS University in Rome and went on to become a freelance journalist.
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Began his career in 1995 managing internal communications and media relations for the Airports of Rome Communications Office.
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10 years as Accont Director in three key International PR agencies in Italy: Burson-Marsteller, Ketchum and Cohn & Wolfe, working with clients like Coca-Cola, Visa, European Commission and INA Insurance (Generali Group).
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Head of Media Relations in Borsa Italiana (Italian Stock Exchange).
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In 2006 founded his own PR & Digital Agency Competence Communication.
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Managed TripAdvisor PR kick-off in Italy & was its spokesperson for 5 years.
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Digital & Com teacher at Sole24ore Biz School, LUISS University and IED.
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Expert in strategic plans, media relations, social media & crisis management
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Juventus fan and proud daddy (2 little rascals)
What is a reputational crisis?
• Negative ‘technical factors’ • Personnel relations • Incorrect official communications • Inability to respond in a timely manner
Friend or Foe‌? Experts on specific topic/market
B2b/B2C Associations
Media & Bloggers
Employees
Clients
Institutions
INFLUENCER M@PPING & MONITORING
Investors
Competitors VIPs/Opinion Leaders Local Communities
Universities/Professors
Unexpected or Predictable? CRISIS MANAGEMENT – Unforeseable events ISSUE MANAGEMENT – «latent» vulnerabilities
BE PREPARED
Which Strategies will help to defend your OLR?
• Decide on a web relations plan: • “Look but Don’t Touch” • “Look and Defend” • “Look and Attack” • Define Key Messages • Define Nasty Questions
Do an analysis on Areas of Vulnerability
Probability
Periodic study on the possible «latent» internal and external critical situations:
• Products/Processes
• Discrimination
• Corporate/Managers
• Legislative aspects
• Negative reactions
• Security (IT/at work
• Campaigns
• Environment/Sustainability
• Industrial Relations
• Relations with other bodies
Impact on Business
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The results of this Analysis are useful to: – – – – –
Analyse external perception and gaps Locate possible fonts of crisis Define involved voices Prefigure management system in moments of crisis Elaborate the scenario
Semantic Platform for immediate awareness 24/7 Many professional Monitoring and Online Intelligence services exist
When? Please Intervene IMMEDIATELY intensity PUBLIC OPINION
AUTHORITY MEDIA + SOCIAL
• Who is influencing?
Company and Third Parties
• What information? • Worry or Attract? • Spokespeople?
ACTIVISTS Definition of parameters
debate
decision
time
Social Media ÂŤrevs the engineÂť of the crisis Traditional Press
visibility Institutional sites Social Media Sector rumours, news, conversations, new products, new materials, market trends, competitor activities, etc.
Sector reviews, widespread reviews, newspapers, weeklies, etc.
Television Broadcasts, mass visibility
Company websites, online publications, corporate portals, online versions of paper publications.
time
Quality can be better than Quantity‌
5 CRISIS EXIT STRATEGIES From Crisis Prevention to Management
1.«Drown» the focus of the Crisis (GAME OVER)
2.Respond to the emotional factor ((SMILE MARKETING)
3. Crisis: who’s in the same position? (ZOOM OUT)
4. Build internal support
& understanding (I WANT YOU)
5. Underline the benefits in «their» vision (WHAT’S IN IT FOR THEM?)
FROM THEORY TO PRACTICE GREENPEACE VS VOLKSWAGEN http://www.euvsco2.org/
JOIN THE REBELLION …SINCE 2011 https://youtu.be/uQBE2OQRt2I BRIAN TRILOGY – STARTRUPPEN WORKER https://youtu.be/qzAp4PU4fjA
EXIT STRATEGY CHECKLIST
VOLKSWAGEN: ‘We’re so sorry…’ • Drown it with apparant transparancy and sincerity: Letter/Videos/Goodwill Package (mixed success. Lack of clarity re the goodwill package which doesn’t include everyone)
• Solid actions; Resignations (relatively successful/public appeased)
• Smile Marketing; #VWCares (successful.Good response from users. Should have expanded the # campaign globally)
• Zoom out/drown it: Focus on Safety (unsuccessful. Not enough research done on the market (e.g. leaving kids in a car alone))
Michael Horn (US CEO) delivers opening • Build Internal Support/Understanding: #wirsindVW (unfortunately mostly limited to remarks at Congressional hearing https://www.youtube.com/watch?v=YdJAfqo6_s0
Germany. Could have been better exploited)
VW Video Apology in US (Micheal Horn)
https://www.youtube.com/watch?v=dyiTwCuCRqg
More info & cases on Greenpeace attacks •
Greenpeace Victories
http://www.tiki-toki.com/timeline/embed/594418/1707364907/#vars!date=2046-08-17_11:53:39
• Greenpeace attacks Zara (Detox Our Fashion - 2012) http://www.youtube.com/watch?v=jWhLN0Ag_Dg http://www.greenpeace.org/italy/it/News1/news/detox-zara/ http://www.youtube.com/watch?v=46bXp0EugWY http://www.youtube.com/watch?v=OfOMQ8ymHBM • Greenpeace attacks Kit Kat brand (Nestlè Killer - 2010) https://www.youtube.com/watch?v=1BCA8dQfGi0 http://www.telegraph.co.uk/news/earth/earthvideo/7464768/Orangutan-Greenpeace-protest-at-Kit-Kat-maker-Nestle.html
http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/